Press Releases

Aurum by Guðbjörg Creates Icelandic Jewellery Inspired by ‘Senua’s Saga: Hellblade II’

The jewelry is exclusively handcrafted in Reykjavik from recycled gold and silver, lab-grown diamonds, and precious gems.

Published

5 months ago

May 17, 2024

Press Releases

Aurum by Guðbjörg Creates Icelandic Jewellery Inspired by ‘Senua’s Saga: Hellblade II’

(PRESS RELEASE) Senua’s Saga: Hellblade II, the anticipated single-player story game from Ninja Theory, is set for launch on the 21st May 2024. The sequel to the 2017 award winning game ‘Hellblade: Senua’s Sacrifice’, the game follows Celtic warrior Senua, who returns in a brutal journey of survival through the myth and torment of Viking Iceland.

Melina Juergens

For the very first time, world class Icelandic jeweler Guðbjörg Kristín Ingvarsdóttir (AURUM by Guðbjörg) has worked closely with Xbox and Ninja Theory, to create a custom jewelry headpiece for the BAFTA award winning actress Melina Juergens, who plays the eponymous Senua.

Both AURUM by Guðbjörg and Ninja Theory, through jewelry and Senua’s Saga: Hellblade II respectively, have harnessed its creativity to celebrate the truly special qualities of the Icelandic culture and landscape. A true wonder of nature, a land of lava, black sand and fire.

Inspired by these foundations, AURUM ignited by the idea of a headpiece created with 10th century Viking materials and techniques, and loosely resembling the iconic leather headpiece Senua wears in the game. The piece is made from hammered oxidized silver, assembled through layers of Sea Eagle wings, in reference the mythological Norse guardian spirits; who warriors of the time believed a symbol of protection.

Jewelry making, typically a delicate and elegant process. Here, Guðbjörg stars in this spellbinding content piece illustrating her journey of creating this headpiece, invoking the spirit of Senua and Iceland in all its spectacle and savagery.

CEO and co-founder Karl Jóhann Jóhannsson adds:
“We feel very privileged to have been chosen as the jewellery brand to create this unique jewellery piece inspired by Senua’s Saga: Hellblade II. As an Icelandic brand our jewellery takes inspiration from Icelandic nature and the dramatic landscape of fire and ice. It was a pleasure to work with Ninja Theory and Xbox to bring the designs to life. Our chief designer and goldsmith Guðbjörg Kristín Ingvarsdóttir created the custom headpiece using materials informed by Viking Iceland and its raw environment.”

In addition, AURUM have created a range of handcrafted necklaces, delicate though bold bronze pieces inspired by a symbol featured throughout the game. Excitingly, fans can enter for a chance to win its own necklaces through a global giveaway hosted by Xbox on X (formerly Twitter). For more information on how to enter, please visit here.

Aurum by Guðbjörg Creates Icelandic Jewellery Inspired by ‘Senua’s Saga: Hellblade II’

Since the brand launched in 1999, AURUM has consistently demonstrated high standards of environmental responsibility, community involvement and integrity. The necklaces will be housed in a signature sustainable packaging, which is modelled on the Icelandic pebbles that can be found on Djúpalónssandur beach in the Snæfellsnes peninsula. The paper “pebble” is made from mulberry tree fibers, collected from its leaves, without the need to cut down a single tree.

Aurum by Guðbjörg Creates Icelandic Jewellery Inspired by ‘Senua’s Saga: Hellblade II’
All the jewelry is handcrafted in the brand’s atelier in Reykjavik, exclusively from recycled gold and silver, lab grown diamonds, and precious gems.

Senua’s Saga: Hellblade II will be released on 21st May, 2024, for Xbox Series X|S, PC, and Steam, and will be available to play on day one on Xbox Game Pass.

For more information, visit aurumiceland.com and xbox.com.

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”